如何在虚拟环境中推动品牌传播

S. Ranfagni, M. Faraoni
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引用次数: 0

摘要

本文提出了一种分析方法,通过创建消费者品牌一致性指标并将其与社会参与测量进行比较,来探索虚拟环境中的品牌。特别是,它结合了估计品牌标识和品牌形象之间对应关系的指标,以及来自监控社交媒体平台(Talkwalker和social mention)的参与度测量。前提是,为了获得一个品牌在网上取得的声誉的客观认识,有必要通过评估消费者与该品牌的关系来过滤该品牌在社交媒体上产生的承诺。后者通过消费者品牌一致性的指标来表达,这些指标是通过调查虚拟社区和采用集成网络学和文本挖掘的跨学科方法来阐述的。本章所阐述的方法产生的结果可以用于设计品牌传播的调整。该分析应用于属于时尚产业的29个重要品牌。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How to Drive Brand Communication in Virtual Settings
The paper proposes an analytical approach that explores brands in virtual environments by creating indicators of consumer brand alignment and comparing them with measurements of social engagement. In particular, it combines indicators that estimate the correspondence between brand identity and brand image with measurements of engagement that emerge from platforms that monitor social media (Talkwalker and Social Mentions). The premise is that to gain objective awareness of the reputation a brand has achieved online, it is essential to filter the commitment that it produces on social media with assessments of the relations that consumers have with it. The latter is expressed through indicators of consumer brand alignment that are elaborated investigating virtual communities and adopting an interdisciplinary method that integrates netnography and text mining. The results generated by the approach illustrated in this chapter can be useful to devise adjustments to brand communication. The analysis is applied to twenty-nine important brands belonging to the fashion industry.
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